276: Unlocking Donor Motivation Through Behavioral Science with Kevin Schulman

Generosity doesn’t begin with the ask; it begins with understanding. Joining with Mallory today is Kevin Schulman to discuss the role of behavioral science in reshaping how generosity is inspired, unmasking why people give far beyond the moment they’re prompted.  Kevin Schulman is the founder of DonorVoice, a behavioral science fundraising agency established in 2012 after a career in the commercial sector. Noticing a striking gap between the advanced practices used in commercial industries and the approaches used in fundraising early in his career led him to launch DonorVoice. His work is driven by commitment to apply behavioral science, donor understanding, and astute strategies to help organizations grow more effectively.  In this episode, you will be able to: Understand why giving is inspired by personal values, not simply by being asked. Learn how behavioral science deepens donor insight and strengthens long-term engagement. Acknowledge the role of indirect impact in omni-channel fundraising. Learn how organizations can attract, not persuade, by aligning messages to donor motives. Get all the resources from today’s episode here.  Support for this show is brought to you by Practivated. Practivated delivers AI-powered donor conversation simulations that let fundraisers practice in a private, judgment‑free space—building confidence, refining messaging, and improving outcomes before the real conversation even begins. Developed by fundraising experts with real‑time coaching at its core, it’s the smart way to walk into every donor interaction calm, prepared, and ready to connect. Learn more at practivated.com Connect with me:  Instagram: https://www.instagram.com/_malloryerickson/ Facebook: https://www.facebook.com/whatthefundraising YouTube: https://www.youtube.com/@malloryerickson7946 LinkedIn: https://www.linkedin.com/mallory-erickson-bressler/ Website: malloryerickson.com/podcast Loved this episode? Leave us a review and rating here: https://podcasts.apple.com/us/podcast/what-the-fundraising/id1575421652 If you haven’t already, please visit our new What the Fundraising community forum. Check it out and join the conversation at this link. If you’re looking to raise more from the right funders, then you’ll want to check out my Power Partners Formula, a step-by-step approach to identifying the optimal partners for your organization. This free masterclass offers a great starting point